Discuss about the Creative Teaching and Learning.
The rapid growth has been seen in the tourism industry from last few decades. Many new destinations are attracting many tourists. For instance, there are many tourism destination places in Australia which are helping the nation in enhancing the employment rate. It is offering many employment opportunities, preserving the natural environment, attract the foreign direct investment, allowing communities to enjoy and utilize the regional natural resources and conserving their heritage ( Gooroochurn & Sugiyarto, 2005).
Tourism industry is playing a very significant role in the Australian economy. It contributes about 2.6% to the GDP of Australia and it is providing around 4.5% employment to the people in the country. About 46% of tourism expenditure is spent in many regional areas by Australian government (Deery & Jago, 2009).
However, there are many variances which affect the industry and destinations. A study has been done on the Gold Coast to see the destination management and marketing tactics and strategy of Gold coast. Basically, there are 84 tourist regions currently in Australia and all of them are doing quite well (Wang, Ayres & Huyton, 2010). But the Gold coast is one of the most attracted destinations. It attracts the tourist more because of its stunning natural environment and many man-made attractions.
Gold coast is mostly known for its Burleigh heads, broad beach, main beach, Southport, coolangatta and surfers paradise. Truly, gold coast’s lifestyle, its community and economy is the backbone of tourism industry in Australia. The main key behind the success of Gold coast is its strategies, Marketing plans, developments plan etc.
Destination is a place which attracts visitors and accommodates them temporarily. It varies from resort, villages, cities, provinces, states, countries and continents. There are many reasons behind travelling and visiting like to visit with friends and family, for relaxation, business related, romance and many more (Blain, Levy & Ritchie, 2005). For keeping the competitive and sustainable destination product and places, it is required to manage and maintain them properly (Beritelli, Bieger & Laesser, 2007).
Marketing is a set of actions to achieve the objectives of an individual and organization through exchanging, creative and innovating values with others. Destination marketing is an essential element for achieving the objectives of tourism destination and maintains it properly (Jackson & Murphy, 2006). Tourism products are referred as a combination of all the tangible goods provided by the destinantion. Marketing mix i.e. Product, price, place and promotion helps the destination to formulate and implement the new strategy according to market, tourist and competitor (Wang & Pizam, 2011).
Destination marketing is continuously increasing and becoming more competitive across the globe. Every destination wants to be on the top, but in order to get the success; they have to implement many strategies and tactics to make their destination more attractive (Manente & Minghetti, 2006). For marketing the destination properly, many researches have to be done and strategy must be planned according to that. For proper marketing the destination, a company can plan its strategies according to its geographical area, people, availability of product, type of destination etc (Presenza, Sheehan & Ritchie, 2005). Destination marketing must not be taken according to the face value as many strategic planning and tactics is needed for it.
Destination management is accountable in a destination for administrating the demand and supply at a particular region, place or area for tourist. Destination management focuses its attention on many factors that can impact a negative experience on the tourist (Jamal & Jamrozy, 2006). For analyzing that how all the achievements of a destination will rely on the right blend, destination management sets many program and strategies.
A proper management of destinations are quite important for a country in order to make their guest feel relax, entertain and satisfy. The management technique of every destination differs because of different policies and tactics. Policies are determined and made according to capabilities of the destination and socio-economic factors. Destination management provides many opportunities to the destination by improving the competitive position and increasing the turnover.
It helped a destination in developing the regional infrastructure, introducing many technologies, including the recreational, transport and informational system. In this strategy, the main role of the destination is to create the attractive, positive and image of a destination. Image is often the most important factor to attract more tourists. The management of destination depends upon the natural disasters, overpopulation, environmental problems and political instability. It is mostly said that a destination which do not cope itself with management of its products than it will not be possible for the destination to win with its competitors and covert the struggle into success.
A very effective way of promoting the destinations is event which allows the destination to attract many tourists every year. Just like the cultural festival of Europe. The management and marketing of destinations in future largely depends on the policies of tourism which mainly focus on the innovation (Wang & Russo, 2007). These policies will help the industry to extend its life cycle of the products and services of tourist and to achieve the growth rate constantly.
New technologies help the organization to enable its holidays more individually and effectively. In the place of integrated, standard and mass tourism some new types has been come which are basically depends on the demand and needs of individual (Pike, 2007).
Tourism business has always been the active supporter of new technologies. Recently many advances in the electronic and telecommunication marketing are providing many opportunities for the tourism business which affect the model significantly (Sainaghi, 2006). The advance and latest technology helps the tourism industry in promoting its e-travel, e-tourism and tourist information system.
Innovation in tourism industry is composed as the series of many small steps that gradually lead the development and improvement of the industry. In the order of leading the tourist companies, innovations are planned and programmed (Elbe, Hallén & Axelsson, 2009). It is a standard component which helps the destination in decision making for the developments and management. Since innovation is helpful in developing and it makes the destination more competitive in the market, which is growing and developing rapidly (Munar, 2012).
Policy review will help in a formal assessment of Gold coast and its strategies, marketing policies, evaluation and branding. It will help in understanding the importance of marketing and management in Gold coast.
Gold coast has celebrated by many of the holiday makers because of its various attractions and stunning natural environment. The gold coast destination is currently the leader in the market. As many corporate delegates are willing to do event at gold coast. It is providing the facilities of modern event and convention facilities. The services provided by gold coast are quite comparative (Reindorf, 2007). This destination is providing many other attractions like theme park, huge chunks, rainforest etc. the duality of attraction of eminent tourism and infrastructure which caters the meetings and leisure segments that have made this destination as one of the desired destination of Asia Pacific (Lawton, 2005).
Gold coast is providing many products and services to the tourist. It is mostly known for its Burleigh heads, main beach, broad beach, coolangatta, Southport and paradise. The beaches are stunning and other attraction of this resort is just fabulous that it is one of the most known and desired destination. The parkland and pathways of this destination offers the space to tourist for relaxation. The live entertainment of this resort is one of the most liked products by tourists (Reindorf, 2007).
The main vision of gold coast is guide the development of future and enhances the tourism and turnover on the gold coast till 2020. The vision statement of this company is “one vision, one voice. It describes that the one and only vision of the company for now is to increase and enhance the profitability and turnover of the company. The company is doing very well. It is one of the most desired destination in the Asia Pacific but it want to be the leader worldwide. It is refocusing on its product line and development plan to meet its vision.
Marketing is a set of actions to achieve the objectives of an individual and organization through exchanging, creative and innovating values with others. Destination marketing is an essential element for achieving the objectives of tourism destination and maintains it properly. Gold coast is taking help of many marketing tools to understand and analyze the market situation and promote its product in the market according to that. So that it can achieve the competitive advantages. Some of the marketing tools of Gold coast are as follows:
The main strength of this destination is its strategic location that allows this destination to use both the international airport of the city. A diverse leisure and various products of this destination attract many visitors from Australia and across the border. The main competitive advantage of this destination is its culture, sub tropical climate, ideal tourism development, community support etc.
However, gold coast is facing many weaknesses too as shortage of products and culture tourism experience etc. Company is just focusing on the development plan and ignoring many other factors.
Despite having weakness, gold coast is having numerous opportunities also. These includes many innovative and new tourism products and icons, niche market development, retail experience in an innovative way, nature based tourism etc.
Regardless, Gold coast is threatened by a high volume and a low yield market that results in an urban population growth, urban sprawl, loss of major events etc. The natural disaster and absence of crisis also threaten the company.
Marketing Mix is essential for every organization as it helps in understanding the policies of internal and external environment. It explains the actions and tactics of an organization which is used by the company for its product and brand promotion. The 4 P’s of marketing mix are: Product, price, Place and promotion (Constantinides, 2006).
Gold coast is offering many products to its guest for entertainment and enjoys the stunning nature and beaches. Price of Gold coast is affordable by people as it is not so much expensive. Company uses the penetration strategy for this element of marketing mix. Place of Gold coast is stunning as it is the destination and the people feels relax over here. For promoting its product and brand, company uses many tactics like events and sponsorship (Lawton, 2005).
It is a process which helps an organization in creating a unique name and image in customer’s mind either for a particular product line or the whole products of the company. Mainly, company takes the help of advertisements and campaigns to create an image. The main aim behind branding is establishing the significant and a different image from competitors which attracts and retains the loyal customers.
Gold cost is continuously working for making an individual brand image in the customer’s mind by providing them best facilities (Evers, 2009). For branding the gold coast, company is doing many events and sponsoring many other events so that people get to know about the company and enjoy its services at least once (Lawton, 2005). Because company believes that once someone visited this destination, will surely come back to visit again.
Product development is the crucial strategy of every organization. It is a set of many steps including the design, conceptualization, development and marketing of existing product or newly created product or services.
Gold coast is focusing more on the product development as it is making innovating in its existing products and launching some new products too to entertain the tourist more and provide them a life time experience (Evers, 2009). The process of product development of gold coast is quite impressive as the products of this destination are becoming more attractive day by day.
Many strategies have been planned and implemented by Gold coast to manage and marketing its product and brand worldwide. Gold coast is having a totally different team to manage its destination place and tourist and another team to handle all the marketing plans. Gold coast has implemented the following strategies:
Tie up with different organization to promote the brand and product of Gold coast
Enhancing and encouraging the relationship with modeling agencies to conduct their photo and video shoots in Gold Coast which would be broadcasted worldwide for providing a more competitive advantage to the destination (Lawton, 2005).
A website has been created which can be accessed by anyone worldwide to showcase the stunning nature and beauty of the Gold Coast that will intrigue the visitor’s potential.
Implemented many policies to make sure that tourist attraction is environment friendly
It focuses on the development of community based tourism for showcasing the rich culture of Gold coast and the warmth and friendliness of this destination.
Gold coast is developing a different marketing plan too for enhancing its market and grabbing the more market share of tourism industry (Evers, 2009).
Conclusion:
After doing a case study on Gold coast and tourism industry of Australia it can be said that the tourism industry of Australia is doing very well and gold coast is one of the most desired destinations of all the tourists in Asian pacific area. The destination management and marketing plays an important role in destination development and enhancing its market share. The vision of Gold coast is “One vision, one person”.
Company is analyzing the market well and according to the result of this analysis it plans the strategy and implements the strategy into action. A study has been done on the Marketing Mix, SWOT, product planning and branding of gold coast. It has been found that the company is doing very well and the strategy of the company is quite competitive. The external players and other organizations are also playing an important role for marketing the gold coast.
References:
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